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When Holiday ‘Hurry Deals’ Don’t Deliver The Best Price

A Which? investigation has found that holiday-makers are not always getting the best price when they book using time-limited holiday deals.

‘Hurry Deals’ entice potential customers with the prospect of huge savings for a short time only.

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Warner Leisure Hotels was just one example of how customers are encouraged to book quickly to secure a deal, even though a better price appeared a few days after the closing date.

However, in 43 per cent of the adverts looked at by Which?, they found some of the holidays were available at the same or lower prices after the sale ended, suggesting there was no need for consumers to hurry at all.

Which? found examples of deals where prices were cut after a sale period ended, and cases where short term sales were undercut by follow-up sales soon after.

There has been three practices that travel companies are using that are thought to be misleading:

> Extending deals beyond the advertised deadlines – for example, Reader Offers advertised for an Adventure of the Seas cruise at a saving of £500 if holiday makers booked before 17th April. However the same saving was still available on 26th April, nine days later.

> Cutting prices after the ‘hurry deal’ offer has finished – for example, an advert by Warner Leisure Hotels told people to ‘hurry book by 1st May’ and ‘save up to 40% on selected summer 2012 breaks.’ However, on equivalent deals that appeared ten days after the discount was supposed to end, five prices had gone down even further.

> Repeating ‘hurry deals’ one after another – for example, Princess Cruises sent out an e-mail encouraging consumers to book a ‘dream cruise’ in an offer ‘only available for five days’ and three and half  weeks later started a six day sale that offered even better prices on the same cabins.

Which? executive director Richard Lloyd said: “No one likes finding out that someone on the same holiday paid less for it. But it’s even worse if you bought your holiday in a rush because the ads told you the prices would be available only for a short time. It’s unacceptable that holiday-makers are hurried into making decisions that might not give them the best value for money.

“Travel companies understandably have to adjust prices up or down according to demand. But they shouldn’t kid consumers that the prices on offer won’t be around for long.”

Which? has said it wants travel companies to stop hurrying consumers into purchasing holidays when it might be in their interests to wait and research their holidays further.

The advice? Don’t book something in a rush and as long as you’re happy with a deal then it’s a good one. Prices go up and down and as long as we realise this, just go forth and enjoy your holiday.


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